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best interests to guard user information very closely. But that information is also key to their models: they need user data to improve their search engine formulas and, to attract advertisers, match a marketingpitch to an individual's interests.
So if you're a 33-year-old working female who lives in New York City and who likes to search for Jimmy Choo pumps, you might see ads for a local shoe store - thanks to the personal information the search engines have about you.
"There are many free online tools, but they're not really free," explained Greg Conti, a professor ofscWest Point and the author of Googling Security: How Much Does Google Know About You? "We end up paying for them with micro-payments of personal information which, in turn, are captured and used for data mining and targeted Protecting your identity - is it enough?
Still, the practice of gathering and keeping user information has long been